Taking after social media formats, Toyota created a series of six-second ads to use as transition points during the Winter Olympics

Getting ad time during the Olympic games is a golden opportunity, and brands often try to take as much time as they can get. Car brand Toyota, however, took the opposite approach by running internet-inspired ads that only last for a brief six seconds.

All are part of the “Start Your Impossible” campaign, which feature Olympic and Paralympic athletes and imagery. According to Dan Lovinger, Executive Vice President of Ad Sales for NBC Sports Group, these shorter ads work better for the Olympics as the event has “natural transition points” like between events or when the anchor desk switches to one of the venues. This means that while the ads themselves are shorter, they can be aired more frequently, piquing interest in the product or playing up the cohesion of the overall campaign.

Toyota

Getting ad time during the Olympic games is a golden opportunity, and brands often try to take as much time as they can get. Car brand Toyota, however, took the opposite approach by running internet-inspired ads that only last for a brief six seconds.

All are part of the “Start Your Impossible” campaign, which feature Olympic and Paralympic athletes and imagery. According to Dan Lovinger, Executive Vice President of Ad Sales for NBC Sports Group, these shorter ads work better for the Olympics as the event has “natural transition points” like between events or when the anchor desk switches to one of the venues. This means that while the ads themselves are shorter, they can be aired more frequently, piquing interest in the product or playing up the cohesion of the overall campaign.